Business Review


The purpose of the study is to see the relationship of brand loyalty and store loyalty with respect to demographic variables of education and socioeconomic status. After reviewing the literature it was hypothesized that (1) Consumers with lower education would be more loyal to stores than consumers with moderate and higher education. (2) Consumers with higher education would be more loyal to brands than consumers with lower and moderate education. (3) Consumers having lower socioeconomic status would be more store loyal than consumers of higher and middle socioeconomic class. (4) Consumers having higher socioeconomic status would be more brand loyal than consumers of lower and middle socioeconomic status. The participants included 96 married couples with age ranging between 25-50 years, having completed at least matriculation and belonging to lower, middle & higher income classes. Questionnaires of Brand loyalty (Elena Delgado-Ballester, 2000) and Store loyalty (Pearson, 1996; Schijns and Schroder, 1996; Seines, 1993; and Sirohi et al, 1998) were selected. The participants were asked to respond while considering only those brands and stores which they mostly select for their apparel shopping. After applying ANOVA and t-test, the results were consistent regarding education levels & socioeconomic status with respect to brand loyalty and store loyalty. The findings also indicate specific trends related to brand and store loyalty, which were discussed and elaborated by descriptive statistics.


Brand loyalty, Store loyalty, Consumer preferences



Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

February 24, 2021



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